4 areas to focus on in your SEO campaign

Is search engine optimization (SEO) a focus area for your digital marketing campaign? Then these are the four areas that you should focus on before you get started:

Analysing your competition

Your first step in the right direction is to look at what your competitors are doing. Ask a digital marketing company to do a thorough competitive analysis so that you know which keywords your competitors are targeting, how they are ranking in the search engine results for these keywords and where the gaps are. This will give you a good idea of where your competitors’ strengths and weaknesses are and how you can use this to your own advantage.

Assess the current problems on your own site

There’s no point embarking on a new SEO campaign if you have existing issues on your website. Make sure that you don’t have duplicated content, that all of the basics (such as meta titles, alt tags, internal linking etc.) are correct and that your website displays correctly on mobile devices such as tablets and smart phones. These types of issues can be very damaging to your strategy, so sort out any existing challenges before you embark on a new campaign.

Plan your content strategy

Content marketing is a huge part of any successful SEO strategy. Determine what types of existing content already exists so that you can decide how it can be repurposed. PowerPoint presentations, case studies and white papers, for example, can be repurposed into videos, email campaigns and blogs. Collect all of the high quality content that you already have before you start commissioning new content to be generated from scratch.

Manage your backlink risks

It’s possible that you already have low quality or unnatural links leading to your website. Google algorithms could be penalizing your for this, so get the digital marketing pros to assess your link quality.